In Customer Service, Genuine Interactions Matter
Our family recently travelled to Bali for a holiday break. It was a week of relaxation at the tail end of a year that has been pretty crazy, and a 2019 that we expect will be even more hectic.
When you travel with kids, conversations can move in varied and interesting directions. Our 7-year old boy took a particular interest in the toilets that were installed throughout the hotel we were staying. The brand — TOTO — is one seen all over the world, but less so in Australia. He was enthralled by the features: from automatic flushing with infrared sensors, to in-built bidets. Even the design of the loos was novel to him. He was fascinated. Next he realised that TOTO had also been responsible for the all of the tapware as well. Incredible!
As a responsible Dad, I kept the toilet banter going, egging him on to explain to me further what he loved about them. I tried to add some interesting educational angles as well. I suggested that as a Japanese company, TOTO probably took great care in their manufacturing processes. I explained how Japan was the cradle of modern manufacturing methods, and how the Toyota Production System changed the world. I’m not sure he bought into my lesson on lean thinking, though. I will have to try again in the future.
Over the length of our stay, our conversations escalated to the point where I suggested we contact TOTO directly to let them know what great work they were doing with their toilet design. He took to that idea! So we did it. My son wrote an email to TOTO Customer Service, noting how impressed he was with their toilets, and expressing his desire to have them installed in our house as well.
I figured that would be the end of it. I didn’t expect to hear back, or if we did, I assumed it would be a boilerplate response. After a few days, we did in fact receive a reply, and it was a wonderful, personal email from TOTO’s Senior Manager of Customer Service. In the email, she expressed gratitude for my son’s kind words, and also offered to send him some tokens of appreciation if we could provide our mailing details.
We replied, and for fun, included a photo of David and I enjoying ourselves in Bali.
A few more conversational emails bounced back and forth between TOTO and ourselves, and they asked if we could send a photo of David with his items once they arrived.
Within the next few week, we received an express mailed package from TOTO in Atlanta, to us in Perth, Australia. Just this concept alone was enough to blow my son’s mind. As promised, we sent another photo back with David holding onto the gifts he had been sent, and this was acknowledged by TOTO with thanks.
I see two key lessons in all of this:
- Always embrace crazy conversations with your kids. They’re fun, and you never know where they might end up. Genuine customer service — not selling — is the key to building great brand equity. I might never buy a TOTO toilet. My son might never buy a TOTO toilet. But I think both of us will be TOTO brand ambassadors from this point forward. Not because we were sent some trinkets, but because we had a genuine human interaction. We connected with a person who was obviously engaged enough in their own job to engage positively with us. If that employee is happy, then the company must have something going for it, and that’s the kind of company I want to see succeed.
- From a business perspective, customer service shouldn’t be about hitting sales targets or avoiding bad press. It should be about working to have people care about your brand.
So thanks TOTO, for bringing fun and joy to me and my son’s lives, and for making sure this particular Bali holiday will have a very strange and unique anchor memory.